My unscientific opinion: UCLA has a very slight advantage in a significant number of different areas (job prospects, location, teacher quality, prestige, to name a few). Taken together--and especially when cost of attendance is considered--I would choose UCLA without hesitation.

Any money from either or is it straight up sticker price. Bang for buck at sticker would be UCLA. Although the allure of USC alumni is great and if offered a little bit of money from them and none from UCLA I would take the former.